Radio Drives You To & From Work
The Radio Advertising Bureau (RAB) released new research that proves radio advertising drives search results — based upon its analysis of over 2100 local radio ads across six different categories, the study found there was a 29% incremental lift in search results, which indicates that radio is extremely effective in driving search during weekdays and in the daytime. “We already know that radio delivers a strong return on an advertisers’ investment,” said Erica Farber, RAB President and CEO. “Now we know it drives search results across a number of advertising categories in addition to other metrics.”
The research offers insights about how to guide creative execution, including: 1) Price deals, 2) New product or new product features, and 3) Mention of specific locations. The study, which was designed and commissioned by the RAB, was conducted by Sequent Partners, Media Monitors and In4mation Insights in June and July of this year in the Top 31 markets.
Philippe Generali, President and CEO of Media Monitors, commented, “The study proves that radio significantly impacts digital behaviors and activities – and is even more relevant in a digital and e-commerce world.” A video chronicle of the full presentation from the recent Radio Show in Austin is posted below.
RAB members can download the full study presentation, an Executive Summary and an Account Executive Handbook, and the RAB will be offering a free “Radio Drives Search” webinar to RAB Members on October 3.
